Jennie Vickers' presentation to the IACCM EMEA Conference in London July 2015

1. Developing Your Right Relationship with Social Media:
If the social media boom has passed you by this session
will help you make sense of how it might fit
into your business and personal life and deliver benefits.
Jennie Vickers Director New Zealand & Australia IACCM
and 'Intelligent Media Socialite’
Presentation at EMEA Conference in London July 2015

2. Introductions
Some
Whys
The Social
Media
Relationship
Model
Your Social
Media
Relationship
Your
next
Steps?
The way the
session will work

3. Not going to cover:
How to use social
media sites
How to measure
ROI
How to write
Social media pieces
Social Media for
Organisations

4. Part One
How session
will work
IntroductionsWelcome

5. Jennie Vickers
Digital Native in Spirit & Early Adopter
Milloldial (Like a Millennial)
Studying Social Media for 10 +
Years
Expertise & Interest in introducing
Social Media conversation to
Executives and Boards

6. Part Two
Why Me?
Why You?
Why Now?Why This?

7. • #1 Platform supporting
Customer Experience, Marketing
and, increasingly, communications
• Your suppliers are talking to
customers now through this medium
• Your customers and suppliers are
looking for YOU on social
Why you should
care about social media

8. Mobile Explosion
Increasing numbers do not
watch tv or read papers-how do
you communicate with them?
Why you should
care about social media

9. • video will dominate as the
social media content format
of choice
• Instagram is to Facebook as
SlideShare is to LinkedIn
Social Media Examiner
Why you should
care about social media in
2015/16

10. Be Found Keep In Touch Connect &
Reconnect
Personal
Positioning
?Find Answers
Social Media for individuals

11. Be Found Build
Community
Connect &
Reconnect
Monitor
Competitors
?Deliver
Answers
Social Media with customers and suppliers

12. Three Steps to Building
An Online Community

13. Three Steps to Building
An Online Community

14. Three Steps to Building
An Online Community

15. Increase
Emotional
Capital
Engage Staff Connect &
Reconnect
Communicate
Better
?Find Answers
Social Media inside companies

16. Position For
Survival and
show value
Engage
Stakeholders
Compete For
Money
Communicate
Better
?Provide
Answers
Social Media for NFPs and Government
$

17. Part Three
Introducing
The Model

18. The 3 Dimensions
Of Life
YOU
Community YOU
Employee YOU
You YOU

19. You YOUYOUEmployee YOU

20. YOU
AspirationsFuture
Vision
Goals
Personal
Strategy
Your life is unique

21. Employee
YOU
YOUEmployee YOU

22. $
Supporting the entity that
provides your financial
livelihood
Supporting and enhancing
your organization's social
media strategy
EMPLOYEE
YOU

23. Community
YOU
YOU
Community YOU

24. COMMUNITY
YOU
Charities Childrens’ Schools Church Sports
Causes you are passionate about Hobbies & Activities

26. Unpacking The Model

27. Strategy first, Social Media strategy second
Your strategy for
YOUR life
Supporting your
organisation’s
business strategy
Supporting the
strategies & goals of
your communities

28. “Strategy is the process of connecting your
business (your life/your community) with the needs
of customers (stakeholders/members/service users/
future employers) and the environment.
It is the process of creating value for them.”
Strategy isn’t Rocket Science

29. Key Principles:
• About aligning your organisation (you/community) with customer
(stakeholder/potential employers etc) needs and market conditions
• Process not a plan
• Embrace principles of competition
• Driven by imagination and human spirit
• Creating a compelling story bringing threads together coherently
• About talking about what you want measured and managed
Strategy isn’t Rocket Science

30. 1. What is our/your purpose?
2. What is the idea? Value Proposition?
3. What is our/my culture and style?
4. What are my key goals and priorities?
5. What is the conversation we/you/they need to have?
Strategy-How to get going

31. Participation Observation Elucidation
Second Row – Your Role

32. Role 1 – Participation
Pieces Comments Support Discussions Questions
Contributing
Signing Up & Creating a Profile

33. Role 1 – Participation - Listening
Reading Contributions
Searching
Listening to podcasts, watching videos and
participating in MOOCS
Being aware of what’s being said

34. Role 1 – Participation - Scanning
Monitoring & Measuring success
Keeping up with new developments
Challenging validity & applicability
Being aware of what’s being said

35. Role 2 – Observation-means
Signing Up & Creating a ProfileAcquiring judgment from or
based on observing

36. Role 2 – Observation by - Listening
Reading Contributions
Searching
Listening to podcasts, watching videos and
following MOOCs
Being aware of what’s being said

37. Role 2 – Observation by - Scanning
Monitoring & Measuring success
Keeping up with new developments
Challenging validity & applicability
Being aware of what’s being said

38. Role 3 – Elucidation-Meaning
Removing obstacles
with understanding
Elucidation Involves
Identifying
myths &
truths
Getting to
grips with
expert users

39. Role 3 – Elucidation by - Listening
Reading Contributions
Searching
Listening to podcasts & watching videos
Being aware of what’s being said

40. Role 3 – Elucidation by - Scanning
Monitoring & Measuring success
Keeping up with new developments
Challenging validity & applicability
Being aware of what’s being said

41. Who do you want to
connect with?
Who do you want to
find you?
Where are they?
Who do you want to
connect with?
Who do you want to
find you?
Where are they?
Who do you want to
connect with?
Who do you want to
find you?
Where are they?
Third Row - Audience

42. Most Popular Platforms – A brief introduction

50. Putting The Model To Work-Meet Sindy
Sindy has a
perfect marriage
She wants to
be the leader of
a Government
Department
She wants a
good life/work
balance
She has a 7yr old
son & a guide dog in
training

51. Putting The Model To Work – Sindy at work
Social Media
Strategy
Department
Of Life
Lesser known
department
Ensure 25-55yr
olds are in work
until they are 75
Looking For
Next Step
Has worked there
for 3 years.
Is thinking about
her next step.
Goal &
Strategy
Helps 25-55yr olds
in all elements.
Uses social media to
connect with target
community.

52. Putting The Model To Work – Sindy outside work
Sindy is a school governor of
her son’s school
$Sindy is a friend, supporter &
fundraiser for RNZFB
RNZFB
Plans to join the RNZFB
board in 18 months time

53. STRATEGY
- Increase profile as an expert in SRM and leadership in government
- Be headhunted for promotion
ROLE
- Participation
Audiences
- On LinkedIn
- Possibly following Twitter
- Could be encouraged to go to Wordpress Blog
YOU You for Sindy

54. STRATEGY
- Organization strategy is to help 25-55yr olds in all
elements of their lives.
- Organization’s strategy is to use social media to build
relationships with the 25-55 community.
ROLE
- Observation
Audiences
- Hanging out on Facebook
EMPLOYEE You for Sindy

55. STRATEGY
- Fundraising and competing better for $
- School-Attract new pupils
ROLE
- Elucidation
Audiences
- RNZFB talks through Facebook
- School communicates with parents through wordpress blog
COMMUNITY You for Sindy

56. Next Steps Action Plan for Sindy - Participation
Just Do It
Learn how to participate

57. Next Steps Action Plan for Sindy - Observation
Tools For
Social
Media
Observe how it is used well

58. Next Steps Action Plan for Sindy - Elucidation
Get clued up on issues of concern
around social media
$ Observe how successful charities
use social media for fundraising

59. Part Four
Your turn to
start completing
the Model

60. Your Relationship With Social Media
Take a few minutes to think
about what your relationship
model should look like

62. Net Steps
Draw your
own

63. Part Five
Next Steps

64. Your Next Step Action Plan – Life dimensions
Learn how to
play your role
Identify driving
strategies
Identify the right
role for each
dimension
Pick your
platforms
Take some time to look at the three life dimensions

65. IACCM Ask the Expert Session
Running an
ATE in 2015 60 minute
webinar
Free but only
open to
IACCM
members

66. Thanks & Goodbye